This document summarizes 3 mobile marketing stories from 2016 and beyond. Story 1 discusses the growth of mobile usage and time spent in apps, driving increased opportunities for rich media mobile advertising. Story 2 notes that television advertising is becoming less relevant as consumers spend more time on mobile, and mobile spending is growing faster. Story 3 explains that the Chinese mobile market is no longer growing rapidly and is increasingly competitive for Western developers due to local giants like Xiaomi.
Three Mobile User Acquisition Megatrends for 2017Eric Seufert
I gave this presentation at Pocket Gamer Connects in London on January 16, 2017. This presentation contains three predictions of user acquisition megatrends in mobile advertising for 2017.
Three Mobile User Acquisition Megatrends for 2017Eric Seufert
I gave this presentation at Pocket Gamer Connects in London on January 16, 2017. This presentation contains three predictions of user acquisition megatrends in mobile advertising for 2017.
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
Succeeding with Licensed IP for Mobile F2P Games
This presentation provides a framework for evaluating IP for use in mobile games. It also provides some guidance for negotiating IP licensing terms.
Using (Free!) App Annie data to optimize your next gameEric Seufert
This presentation describes a framework for using the free data indexed by App Annie to make an informed decision about which audience segments represent the largest opportunities in the mobile marketplace.
Navigating the Three stages of the Mobile Game Marketing LifecycleEric Seufert
This presentation outlines the three stages of the mobile marketing lifecycle for games and identifies the strategies for growing the game at each stage.
How much data is needed to calculate LTV?Eric Seufert
This presentation was made at a data science meetup hosted at N3TWORK's offices during GDC 2018. The presentation is a follow-up to a post with the same title published on Mobile Dev Memo in early 2017.
How to use influencers to drive growth - case study of Fortnite mobile launch...GameCamp
What results can influencers drive effectively and where it's not enough? Should I do pre-rolls os dedicated videos? How to choose the right creators? Our top tips about cooperating with influencers to promote mobile version of Fortnite (Epic Games) across a dozen markets. Our view on the subject as an agency made of specialists from advertising and media industries.
Enabling the growth of the game through performance marketing in 2020GameCamp
Every year performance marketing is changing and with it, growth strategies. This session covers in this topic, at the beginning some of the general rules in today's market and how to grow a game profitably through performance marketing channels and what are the most important metrics to keep in mind. In the next part, we will connect those growth metrics with signals which can be given to the Product/Game teams to help make good decisions. Presentation is be based on activities that Nordeus is doing to achieve such goals. Presentation delivered by Andrej Kugonic at 8th edition of GameCamp (www.GameCamp.io)
“Video” Games: Exploring the Power of Video in Mobile Gaming Monetization
(White Nights Conference St. Petersburg 2017)
The official conference website — http://wnconf.com
Today’s marketers must embrace a new engagement strategy to adapt, anticipate, and deliver in mobile moments. Placing mobile bets solely on ads or one-off purchases isn’t enough to secure revenue and engagement—marketers have to embrace continual cycles of real-time, two-way consumer engagement.
This webinar will show marketers how to create and deliver these experiences and campaigns.
Two Methods for Modeling LTV with a SpreadsheetEric Seufert
NB! The bitly link in the deck DOES NOT WORK, please use this one: http://bit.ly/1JTymzd
This is the presentation I gave at Slush 2013 in Helsinki, Finland. It describes two methods for modeling Lifetime Customer Value (LTV) in Excel. Linked within the presentation is a spreadsheet exemplifying both methods against 100k rows of fake user data that I generated with a Python script to "look" real (although they probably don't).
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
Succeeding with Licensed IP for Mobile F2P Games
This presentation provides a framework for evaluating IP for use in mobile games. It also provides some guidance for negotiating IP licensing terms.
Using (Free!) App Annie data to optimize your next gameEric Seufert
This presentation describes a framework for using the free data indexed by App Annie to make an informed decision about which audience segments represent the largest opportunities in the mobile marketplace.
Navigating the Three stages of the Mobile Game Marketing LifecycleEric Seufert
This presentation outlines the three stages of the mobile marketing lifecycle for games and identifies the strategies for growing the game at each stage.
How much data is needed to calculate LTV?Eric Seufert
This presentation was made at a data science meetup hosted at N3TWORK's offices during GDC 2018. The presentation is a follow-up to a post with the same title published on Mobile Dev Memo in early 2017.
How to use influencers to drive growth - case study of Fortnite mobile launch...GameCamp
What results can influencers drive effectively and where it's not enough? Should I do pre-rolls os dedicated videos? How to choose the right creators? Our top tips about cooperating with influencers to promote mobile version of Fortnite (Epic Games) across a dozen markets. Our view on the subject as an agency made of specialists from advertising and media industries.
Enabling the growth of the game through performance marketing in 2020GameCamp
Every year performance marketing is changing and with it, growth strategies. This session covers in this topic, at the beginning some of the general rules in today's market and how to grow a game profitably through performance marketing channels and what are the most important metrics to keep in mind. In the next part, we will connect those growth metrics with signals which can be given to the Product/Game teams to help make good decisions. Presentation is be based on activities that Nordeus is doing to achieve such goals. Presentation delivered by Andrej Kugonic at 8th edition of GameCamp (www.GameCamp.io)
“Video” Games: Exploring the Power of Video in Mobile Gaming Monetization
(White Nights Conference St. Petersburg 2017)
The official conference website — http://wnconf.com
Today’s marketers must embrace a new engagement strategy to adapt, anticipate, and deliver in mobile moments. Placing mobile bets solely on ads or one-off purchases isn’t enough to secure revenue and engagement—marketers have to embrace continual cycles of real-time, two-way consumer engagement.
This webinar will show marketers how to create and deliver these experiences and campaigns.
Two Methods for Modeling LTV with a SpreadsheetEric Seufert
NB! The bitly link in the deck DOES NOT WORK, please use this one: http://bit.ly/1JTymzd
This is the presentation I gave at Slush 2013 in Helsinki, Finland. It describes two methods for modeling Lifetime Customer Value (LTV) in Excel. Linked within the presentation is a spreadsheet exemplifying both methods against 100k rows of fake user data that I generated with a Python script to "look" real (although they probably don't).
Digital marketing is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly becoming table stakes. So as a marketer, you must get on board.
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
Two decades after 1995, the year of the Netscape IPO, the Internet population has exploded in size, it’s much more mobile, and it’s increasingly driven by user-created content and flexible content delivery that’s controlled by users. But growth is slowing in all but a few key areas.
While some of these points seem obvious, Mary Meeker’s charts, graphs and data helps quantify the landscape.
The tech industry makes a yearly tradition of turning to the fast-talking and data-synthesizing Meeker, a former Wall Street analyst turned late-stage venture capitalist at Kleiner Perkins Caufield & Byers who publishes an influential annual assessment of the Internet economy. As has been her custom in recent years, Meeker introduced her Internet Trends report at the Code Conference in Rancho Palos Verdes on Wednesday.
Here’s how Meeker sets the stage: Two-thirds of a generation into the Internet, there were 2.8 billion users as of 2014, up from 35 million in 1995.
In 20 years, that’s 39 percent of the world’s population, up from .06 percent.
Sharing KPCB Mary Meeker Internet Trends Report 2015
===========================================
KPCB’s Mary Meeker presents the 2015 Internet Trends report, 20 years after the inaugural “The Internet Report” was first published in 1995. Since then, the number of Internet users has risen from 35 million in 1995 to more than 2.8 billion today. The 2015 report looks at key Internet trends globally – while still healthy Internet user and smartphone subscription growth continue to slow, Internet engagement continues to rise led by consumers spending more time on their mobile devices, where they can be connected 24/7. Mobile advertising still has headroom to expand and new innovations around ad formats and buy buttons should prove compelling for consumers and businesses.
We are re-imagining more and more aspects of our daily lives, as mobile users and entrepreneurs continue to push innovation and creative output across new online platforms. User-generated / curated / shared content continues to rise, ranging from pins on Pinterest to videos on Snapchat and Facebook. Business processes continue to be re-imagined, led by companies aiming to make data more useful and services more efficient. Demographic shifts are helping to accelerate technology changes. Millennials are now the largest generation in the workforce and their work / life expectations differ from previous generations. As connectivity and commerce continue to rise, we have witnessed broad impacts on consumer expectations, which in turn can alter work for many, to a form of work that can be flexible and supplemental. Looking internationally, Chinese Internet leaders continue to innovate, while India is on-track to become the second-largest Internet market in the world.
1) Internet – Two-Thirds of a Generation In...
2) Key Internet Trends
3) Re-Imagining Continues...
4) America’s Evolving Work Environment...
5) Big Internet Markets = China / India
6) Public / Private Company Data
7) One More Thing...
8) Ran Outta Time Thoughts / Appendix
Internet trends 2015.05.27 | KPCB Internet trends 2015Dmytro Lysiuk
INTERNET TRENDS 2014 – CODE CONFERENCE
Mary Meeker
May 27, 2015
kpcb.com/InternetTrends
See last years vision and compare with reality here http://www.slideshare.net/dymil/internet-trends-2015-49213397
16. Time Spent on Mobile Devices
(minutes per day)
Source: Flurry
158 162
220
20%
14%
10%
0%
5%
10%
15%
20%
25%
0
50
100
150
200
250
Q1 2013 Q2 2014 Q2 2015
Time Spent
on Mobile
Percentage of
Mobile Time
Spent in
Browser
18. US Mobile Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$30.45
$42.01
$50.84 $57.95
52%
63%
67%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
2015 2016 2017 2018
Mobile Ad
Spending
Mobile Ad Spend,
Percentage of
Total Digital
Spending
19. US Mobile Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$30.45
$42.01
$50.84
$57.95
17%
22%
25%
27%
0%
5%
10%
15%
20%
25%
30%
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
2015 2016 2017 2018
Mobile Ad
Spending
Mobile Ad Spend,
Percentage of
Total Advertising
Spend
20. US Mobile Ad Spending by Sector
(billions)
Source: eMarketer
$6.65
$3.49 $3.43 $3.27
$2.38 $2.33 $2.09 $1.73 $1.50
$0.66
$1.20
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
21. Mobile Time Spent by App Type
(minutes per day)
Source: Flurry
45
13
52
68
44
33
0
10
20
30
40
50
60
70
80
Messaging and Social Entertainment Gaming
Q2 2014
Q2 2015
22. US Mobile Video Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$2.62
$3.94
$5.09
$5.96
34%
41%
45%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
2015 2016 2017 2018
Mobile Video Ad Spend
Mobile Video Ad Spend,
Percentage of Total
29. Rich Media
• Growing availability of mobile data is driving
mobile usage;
• That usage is concentrated in mobile apps;
30. Rich Media
• Growing availability of mobile data is driving
mobile usage;
• That usage is concentrated in mobile apps;
• It’s not exclusively in gaming;
31. Rich Media
• Growing availability of mobile data is driving
mobile usage;
• That usage is concentrated in mobile apps;
• It’s not exclusively in gaming;
• It’s where people are spending their time and
it’s how they want to consume content.
33. Mobile’s Share of Advertising Spend
2015 – 2018 (Projected)
Source: eMarketer
40%
51%
59%
66%
12%
17%
21%
24%
0%
10%
20%
30%
40%
50%
60%
70%
2015 2016 2017 2018
Mobile as Percentage
of Digital Ad Spend
Mobile as Percentage
of Total Ad spend
34. US Advertising Spend
2008 – 2018 (projection, billions)
Source: FTI Consulting
• Digital
advertising
spend to
surpass
broadcast TV
spend in 2015.
40. Television
• Less effective than mobile advertising for
mobile developers;
• Less and less relevant as consumers spend
more time on the mobile phones;
41. Television
• Less effective than mobile advertising for
mobile developers;
• Less and less relevant as consumers spend
more time on the mobile phones;
• Spending on television is far less transparent
than on digital.
49. Global Mobile Advertising Spend by Region (millions)
2015 – 2018 (Projected)
Source: eMarketer
US
China
UK
Japan
ROW
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
2015 2016 2017 2018
US
China
UK
Japan
ROW
51. China
• The Chinese market can be anti-competitive
for Western developers;
• Smartphone sales are no longer growing in
China. It is no longer a boundless greenfield;
52. China
• The Chinese market can be anti-competitive
for Western developers;
• Smartphone sales are no longer growing in
China. It is no longer a boundless greenfield;
• Strong iPhone and Xiaomi sales in China mean
dealing with different app stores / distribution
partners might not remain necessary.